Taco Bell President on the Battle for Breakfast

3/28/2014 10:40AM

Taco Bell, known for lunch and late, late night dinner, is moving into breakfast. The taco chain has started offering a full breakfast menu at more than 5,000 locations, and in doing so, it is taking aim squarely at its larger rivals. Company president Brian Niccol joins MoneyBeat. Photo: AP.

This transcript has been automatically generated and may not be 100% accurate.

... been been been been been been been ... in line with our ... I am ... with no Roberts ... Jr this is right we ... are ... in my name is Ronald McDonald ... Taco Bell is open for breakfast at what they're doing a concert tickets and gentleman by email of ... Ronald McDonald to comment on the new top of the practice why are they doing that well up ... on drama caught happens to be the name of a rather big competitor Apple both to talk about the new breakfast in this year with the president of Wealth primeval with us on the set ... off first question really hard when there might be really hard ... had he tried all the items ... on iPad although he multiple times a day absolutely ... and and my favorite is ... the apron trap ... and chased with a few Sinabung delights ... actually our coffees ... really really good song of the coffee is well so Taco Bell known for her life for dinner lately nights that goes ... on ... this sounds a pretty big initiative ... hubby is how much money you put behind this how ... incredible profit you expect to turn up soon is Econa ... beer for ... yes so ... this is one the biggest of the initiatives we've had in the country's history ... when you're a we are famous for late night even more famous for lunch and dinner and ... all sorts of great products with a two loop ... and sauna so forth Rio's looking stock from it recently ... the practice is one of those day parts that in the quick service industry has been growing for the last two years and is really the only day part has been growing in a big way so ... we wanted he did and to that day part we've been testing this for many years ... we wanna make sure was going to be incremental ... and we wanna make sure it would actually be something that ... wasn't just a one-time program but something that could be a part of this business for the long term ... are you ... drooling this out over yesterday actually right yet already in every Taco Bell is in the Wendy's Taco Bell as of yesterday ... so you know if you swing by and talk Obama morning ... all art repercussions are ready to go now know you guys specifically Taco Bell salesman growing nicely at the same same store sales ... haven't growing nicely where that a lot of the fast food on the industry has not seen the same growth rate ... this is a good time or bedtime to take a risk like this but it's a great time you know I we've got a lot of momentum in our business with ... not only our customers but our team members and ... just the way the brands I think is really transformed itself with the push to really making a lifestyle brand ... you know are our growth strategies really around a couple things one is around is getting into additional day parts ... building new restaurants ... also have in world-class operations having world-class team members ... can really giving an experience that ... differentiates this in the category ... on how far ... do you think will be an odd couple that were lifestyle ... that Taco Bell Mexican food I love Mexican food lots a ... disparaging Mexican food ... but it is not quite as accessible as a hamper ... for a McDonald's ... do you think ... Audi is you think you're doing it but how far you think you will be to get Taco Bell served at that same level as a McDonald's or a for ... what you know that I ... long for the day where our breakfast businesses is big as some of those brands human ends ... up but I think will we see news when we provide people with a solution that's a little different but it still gives them no bake in a Cheesewright the things they love the practice in the unique form ... to get really excited about it in ... you you mention the commercial ... I'm that were running right now you're gonna see in this campaign were really trying to turn heads so that we can turn some steering wheels write to come into Taco Bell ... the feedback we've gotten just in the early days as people of the things they love the experience and for that all sleep ... it's time to shake up the breakfast routine you know it's a little boring in school and Dane and it's time for a little lip locks of ... love with ... this ... how good the guests come up with some these added how hard is it to make breakfast interest ... he'll actually a pizza disallow rain we wanted to be creative at this tape are just like we've been creative in all the other day parts and into this a while ... last three years though we really seem to crack the code on getting things that ... I'm deathly Phil approachable and deftly feel like they are traditional breakfast foods but dun ... think of a Taco Bell way run on ... it ... introducing the waffle Taco rate this one that ... that's a great story one of our ... developers are for chefs basically she came up with the idea of ... making a lawful form of a taco ... so what's interesting and we put it into a restaurant five stores ... then the next CEO summit of the picture in this thing ... was off to the races and the next thing you know it's on the today show or you know the morning show topics again next Christmas books ... all right Brian thank you Andrea for me appreciate the book with them for that thank you ...